Categorization of Mobile Advertising Campaigns

Preprint OPEN
Pousttchi, Key; Wiedemann, Dietmar Georg;
  • Subject:
    • jel: jel:M21

The result of this contribution is a categorization and thus a description model for mobile advertising campaigns using the morphological method. For identification of the characteristics 32 case studies were analysed and relevant literature was sighted.
  • References (13)
    13 references, page 1 of 2

    Bauer, H.H. Driving consumer acceptance of Mobile Marketing - A theoretical framework and empirical study. In: Journal of Electronic Commerce Research, Vol. 6, No. 3, 2005; pp. 181-192.

    Dickinger, A. An Investigation and Conceptual Model of SMS Marketing. In: Proc. 37th Int. Conf. on System Sciences, Hawaii, 2004; pp. 31-41.

    Eisenhardt, K.: Building Theories from Case Study Research. In: Academay of Management Review, Vol. 14, No. 4, 1989; pp. 532-550.

    Godin, S.: Permission Marketing: Turning Strangers into Friends and Friends into Customers. Simon and Schuster Publishing Company, New York, 1999.

    Haghirian, P. Increasing Advertising Value of Mobile Marketing. An Empirical Study of Antecedents. In: Proc. 38th Int. Conf. on System Sciences, Hawaii, 2005.

    Heinrich, L.J.: Wirtschaftsinformatik: Einführung und Grundlegung. Oldenbourg, München, 1993.

    Kotler, P.; Bliemel, F.: Marketing Management. Analyse, Planung, Umsetzung und Steuerung. Schaeffer-Poeschel Verlag, Stuttgart, 2001.

    Leppäniemi, M.; Karjaluoto, H.: Factors influencing consumers' willingness to accept mobile advertising: a conceptual model. In: Int. Journal of Mobile Communications, Vol. 3, No. 3, 2005; pp. 197-213.

    Pousttchi, K.: Abrechnung mobiler Mehrwertdienste. In (Dittrich, K.; König, W.; Oberweis, A.; Rannenberg, K.; Wahlster, W. Hrsg.): Informatik 2003 - Innovative Informatikanwendungen. Bd. 2, LNI P-35, Frankfurt am Main, 2003; S. 408-413.

    Rafaeli, S.: Interactivity: From new media to communication. In (Hawkins, R.P.; Wiemann, J.M.; Pingree, S. eds.): Advancing Communication Science: Merging Mass and Interpersonal Processes. Sage, Newbury Park, 1988; pp. 110-134.

  • Metrics
Share - Bookmark